The FDA says too little is known about the potential risks of e-cigarettes. Right now the devices, which contain liquid nicotine and create a vapor when smoked, are not regulated.

"When it comes to e-cigarettes, it's the Wild Wild West. We have e-cigarettes that are exploding in car chargers and wall sockets. We have people purchasing liquid e-nicotine cartridges-- and it's buyer beware," said Mitch Zeller of the FDA Center for Tobacco Products.

Among the rules being proposed by the FDA: A ban on sales to minors and required labeling about nicotine addiction. Manufacturers would have to register their products and disclose the ingredients.

"This is a very good first step," said Vince Willmore, spokesperson for the Campaign for Tobacco Free Kids. "What matters now is for the FDA to act very quickly to finalize this rule and then to take additional action to prevent marketing and sweet flavors that clearly appeal to kids."

Kid-friendly marketing includes flavors like gummy bear and fruit loops and ads that use celebrities. Critics say slick marketing tactics have led to a surge in e-cigarette use among teenagers. The industry says it already encourages compliance with strict standards, but welcomes government regulation, including warning labels and a ban on sales to minors.

"We are only trying to provide the adult tobacco user with an adult alternative to conventional tobacco cigarettes," said Ray Story, spokesperson for the Tobacco Vapor Electronic Cigarette Association.

And the industry disputes claims that e-cigarettes serve as a gateway to other harmful tobacco products.

The public will have 75 days to comment on the proposed rules before the FDA issues any regulations.

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